Allwyn, which is owned by Czech Republic-based European lottery operator Sazka Group, will appoint Craven on Wednesday, in a bid to increase its chances of winning the race for the next National Lottery licence.

Craven has previously run a number of major gaming software and gambling businesses, such as The Tote and World Gaming, with his “experience at digitising gambling-related businesses” a key factor in his recruitment by Allwyn.

The Gambling Commission is expected to decide later this year whether to award a further term to current incumbent Camelot, or to pass the next licence to a different company.

Sazka has recently recruited Sir Keith Mills as bid chair, along with a number of other heavyweight executives, including former Sainsbury’s Chief Executive Justin King, and Brent Hoberman, one of the founders of Lastminute.com.

“National Lotteries are needed now more than ever,” said Craven. “I've always focused on how technology can be used to improve the customer experience, whether that be in-store or online.

“Not only does this mean making games fun and exciting, but I passionately believe that technology is the best way to safeguard customers.”